Everyone says you should combine “what” and “why,” but it’s not often done. That needs to change.
How to align product teams and business stakeholders around an evidence-based understanding of the customer
Most marketing deliverables are never vetted with customers before they go live. That’s inefficient, risky – and unnecessary.
Connecting with your customers is central to ensuring your brand performs well. A new technique leverages your customers’ creativity to have them co-create experiences with you
The growing embrace of empathy in business is very welcome, but don’t overthink the problem
Mixing the rigor of A/B tests with the explanatory power of human insight tests can boost your productivity and insights. We’ll show you how to do it.
There are passionate arguments on both sides, but the reality is that you need to mix moderated and unmoderated tests. We explain why and how to do it.
A Guide for Product Managers, based on an example from Airbnb’s Categories concept